WHITE PAPER: DINING OUT IN AMERICA PART 1

DINING OUT IN AMERICA:
Part 1: The Quick Service Restaurant Landscape

Dining Out in America: The Quick Service Restaurant Landscape provides one of the most comprehensive views into
U.S. consumers’ relationship with fast food and fast casual restaurants including analysis of the top brands,
demographic trends and competitor customer profiles. The report is the first part of a two-part study on fast food
trends. The second part of the study will be released in June 2013.

Dining Out in America: The Quick Service Restaurant Landscape is based on data from
Placed Insights.
Leveraging the world’s
largest location panel, Placed Insights measures over 70 million locations a day across more than 70,000 U.S. panelists who
have opted-in to share their location, creating the most accurate and comprehensive view of consumer behavior in the physical world.

Among the Study's Key Findings

McDonald’s ranked as the most-visited fast food restaurant with more than half of U.S. consumers visiting the chain in April.

Although Subway has nearly 10,000 more U.S. locations than McDonald’s, the sandwich chain trailed the leader to claim the #2 spot reaching 2 in 5 Americans.

The South was the only region where Wendy’s outranked Burger King, ranking as the #3 most visited fast food destination.

As the largest food advertiser in Spanish-language media, McDonald’s showed the strongest skew among Hispanic customers compared to Burger King, Wendy’s and Taco Bell.

Burger King visitors displayed a high affinity to visit Wendy’s and Taco Bell, but not McDonald’s.